Safeguarding a company or brand's reputation is no longer just a case of communicating a series of messages to a reduced group of opinion leaders in the media. When something goes wrong, in minutes the information can appear on a blog, in a comment in a social network, or in an online forum, and, once the damage has been done, it is difficult to fix. One popular anecdote relating to online reputation management in Spain is about a well known furniture chain. A straightforward search on the Spanish version of Google brings up a series of links, the first two of which are from the corporate site. Number three, however, is a link to an entry from a well known technology blog, relating specifically to this company, titled "How they lie to their clients". In spite of being aware of this situation for over a year, the company in question has not managed to remedy it. This illustrates the democratising power of internet but also the risks that that power brings. Safeguarding
Las opiniones expresadas en este blog son personales y, por tanto, la responsabilidad exclusiva de su autor.